Understanding Lifecycle Marketing (Plus 3 Tips)
Most people think of marketing as something you do to generate new prospects for your agency. It’s true but marketing shouldn’t stop there.
If you zoom out and look at the Lifecycle of your client, you’ll realize that marketing is a continuous process.
For people that haven’t heard of your business, it creates awareness.
For those in your sales process, it builds trust and confidence.
For those already in your book of business, it leads to higher retention, more policies, and more new business.
Sounds good but how?
For any small business, this is a tall order. Most agencies spend an enormous amount of resources in sales and service. This leaves little room for a proactive approach to marketing your existing business.
But ignoring this part of the client lifecycle leads to missed opportunities.
There are 3 things you can do to level up your client marketing. All 3 will have a positive impact on your business.
- Welcome New Clients
- Stay in Touch
Welcome New Clients
A welcome or onboarding process should do 2 things.
- Set good expectations for the rest of the client experience
- Ask for something.
For a local insurance agency, there isn’t anything more valuable (or easy) than a 5 Star Google Review. You might be tempted to introduce your team or explain how service requests will work but this can wait.
You have a small window of opportunity after closing the deal to ask for something. The longer you wait, the lower your response rate will be.
DO THIS: Write a simple welcome email, drop in your Google Review link, and make sure it goes out after every new deal is closed.
PRO TIP: If you really want to make sure every review will be 5 stars, you can send a survey before sharing your review link. This can keep any negative feedback from landing on Google.
Stay In Touch
Writing may not be your favorite thing to do but if your clients aren’t hearing from you, they’ll forget about you. If you can stay in front of them AND give them a good reason to open your emails, you’ll improve retention, get more referrals, and become the person that comes to mind when other people have insurance questions.
DO THIS: If you’re up for the challenge, sign up for a simple email marketing tool like Mailchimp, write a short email load your list and send that first email! Write a few more and plot them on your calendar. Next thing you know, you’ll be a pro.
PRO TIP: If you know this isn’t something you’re going to do, outsource it. Either way, this is an important part of the business relationship between you and your clients.
Renewal is a natural time in the client journey to touch base with your clients. If you can target your monoline policyholders or those that are missing high value policies, you’ll increase the value of your book and make those clients stickier.
I know, I know. The reason you’re not already doing this is because you just don’t have time. So don’t try to conquer renewals in one day.
DO THIS: Next month, run a renewal report and choose ten people that are missing something valuable and obvious like a homeowners or auto policy. Have someone give them a call and send a templated email 30 days before renewal.
PRO TIP: Be specific in your call script and email. “I’m reaching out because I reviewed your policy and I see homeowners but no auto.” Make it easy for them to schedule a call or fill out a form for a quote.
SUPER PRO TIP: Outsource all of it!
If this all sounds great but you know you’re not going to dive in with new software or craft your own newsletters, you’re not alone. Renew King was actually designed to tackle this whole part of the lifecycle. We boost your 5 Star Reviews, write the emails, and deliver the right message at the right time to the right clients while you run your agency.
Learn more about Renew King here.
Josh Hindman is first a husband and father of 3. Second, he’s the founder of the sales automation agency, Capsule Five and the insurance client engagement service, Renew King.
He loves helping small businesses use technology to save time and grow and has spent the past 5 years working with insurance agencies to automate follow-up, save time, and scale for success.
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